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MM 070 - Old School Marketing; That was Then, This is Now
Archived series ("Inactive feed" status)
When? This feed was archived on February 01, 2021 12:08 (). Last successful fetch was on August 12, 2019 01:11 ()
Why? Inactive feed status. Our servers were unable to retrieve a valid podcast feed for a sustained period.
What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.
Manage episode 173846013 series 1341706
- "Marketing is the most difficult part of business today." The biggest challenge and opportunity for manufacturing marketers is cutting through the noise of too many messages. [3:40]
- Strategic marketing is the messaging or the content of the marketing. Tactical marketing is the delivery of the messaging. If the message is incorrect the delivery will not matter. Frank shares a case study about why product features are not the best messaging strategy. [6:35]
- 4 pieces of the "Marketing Equation": [10:20]
- Interrupt
- Engage
- Educate
- Offer
- "There are only two people who care about your company name, you and your mother." [11:10]
- The days of the manufacturer forcing customers to buy the way they want them to buy are over. [15:00]
- To be successful with a marketing strategy you must understand the people in your target audience first and foremost. [16:10]
- A good message hits the customer's pain point head on. [19:40]
- Frank talks about the buyer's journey with a great example using sun rooms. [22:55]
- Is your marketing upside down and backward? Find out here. [28:50]
- "Marketing is the process of connecting a person with a problem they have and don't want with a solution they want but don't have." [30:35]
- Stop talking about yourselves and start sharing information that is relevant to the audience. Use it to establish your firm as an expert.
- Consider increasing frequency to at least 2x per month. Tag the newsletter with something that matters to the audience.
- Share a solution to a problem they have to establish your credibility and expertise.
- Cut through the blizzard of information with a laser focused message that addresses the customers wants and needs, then align your entire company around that message.
- Make the transition by becoming customer centric instead of company-centric.
100 episodes
Archived series ("Inactive feed" status)
When? This feed was archived on February 01, 2021 12:08 (). Last successful fetch was on August 12, 2019 01:11 ()
Why? Inactive feed status. Our servers were unable to retrieve a valid podcast feed for a sustained period.
What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.
Manage episode 173846013 series 1341706
- "Marketing is the most difficult part of business today." The biggest challenge and opportunity for manufacturing marketers is cutting through the noise of too many messages. [3:40]
- Strategic marketing is the messaging or the content of the marketing. Tactical marketing is the delivery of the messaging. If the message is incorrect the delivery will not matter. Frank shares a case study about why product features are not the best messaging strategy. [6:35]
- 4 pieces of the "Marketing Equation": [10:20]
- Interrupt
- Engage
- Educate
- Offer
- "There are only two people who care about your company name, you and your mother." [11:10]
- The days of the manufacturer forcing customers to buy the way they want them to buy are over. [15:00]
- To be successful with a marketing strategy you must understand the people in your target audience first and foremost. [16:10]
- A good message hits the customer's pain point head on. [19:40]
- Frank talks about the buyer's journey with a great example using sun rooms. [22:55]
- Is your marketing upside down and backward? Find out here. [28:50]
- "Marketing is the process of connecting a person with a problem they have and don't want with a solution they want but don't have." [30:35]
- Stop talking about yourselves and start sharing information that is relevant to the audience. Use it to establish your firm as an expert.
- Consider increasing frequency to at least 2x per month. Tag the newsletter with something that matters to the audience.
- Share a solution to a problem they have to establish your credibility and expertise.
- Cut through the blizzard of information with a laser focused message that addresses the customers wants and needs, then align your entire company around that message.
- Make the transition by becoming customer centric instead of company-centric.
100 episodes
All episodes
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